1. New Business Report 2010
The results of 155 senior marketing decision makers, surveyed
in March 2010.

2. The most likely reason for an agency to be reviewed is client service
level, with 80 out of 155 marketers saying it is the most likely reason,
with creative stagnation coming in second.
20% of marketers were approached by their agency, with 32% being
introduced by another person, 30% being introduced by an intermediary
and 18% found their agency by themselves.
85% of marketing managers and directors NEVER meet other agencies
if they are happy with their incumbent.
When unhappy with their incumbent, about half of marketers meet with
more than half a dozen other agencies before calling a review with the
other half calling a review immediately.
But on the plus side, if unhappy, most marketers (70%) give their
agency a few months to sort the problem out before reviewing them.
But about 10% call a review IMMEDIATELY if their agency scres up.
Once again, despite what agencies tell us, the majority of clients (77%)
insist that they ask three or fewer agencies to pitch.
By far the most effective way for agencies to market themselves is
through making tailored approaches by telephone, letter and email.

3. 63% of clients say that an agencies website is either important and
VERY important when deciding who to invite to pitch. So please, take a
look at yours and ask yourself this very simple question. Does it make
life easy for a client looking for an agency?
And 80% decided whether to meet with an agency before deciding who
to invite to prior after having reviewed the quality of an agencies output
based upon the work shown on their website.
30% (!) of clients admitted that luck (the agency happened to call at the
right time) was either a n important or a very important factor when
deciding who to meet prior to inviting agencies to pitch.
More than 80% of clients make their first cut based upon hygiene
factors. So don’t go on about your agency culture too much at the
outset. It makes little difference.
Almost EVERYONE agreed that the professionalism of the presenter
was important or very important when deciding who to invite to pitch
with pretty much everyone also agreeing that chemistry was equally
important
And finally, surprise surprise, the most important factor when deciding
which agency to appoint is …
The quality of the suggested creative route!

4. Which factors are most likely to prompt a review of your agency

5. Which of the stages do you go through when appointing a new agency?

6. How did you FIRST meet the agency you most recently appointed?

7. When happy with your incumbent, how many other agencies do you
meet with each month?

8. When unhappy with your incumbent, how many agencies do you meet
prior to deciding whether to review?

9. If you are unhappy with your agency, how long do you give them to
rectify the problem before calling a review?

10. How many agencies do you at first consider when reviewing your
incumbent?

11. And how many are then selected for your short list?

12. How effective do you think the following methods of business
development are for marketing communications agencies

13. How important do you feel the following selection criteria are when
deciding who to meet for preliminary meetings prior to deciding who to
select to pitch. - Hygiene factors, i.e location, sector knowledge, size
etc.

14. How important do you feel the following selection criteria are when
deciding who to meet for preliminary meetings prior to deciding who to
select to pitch. - Reputation

15. How important do you feel the following selection criteria are when
deciding who to meet for preliminary meetings prior to deciding who to
select to pitch. - Website design and usability

16. How important do you feel the following selection criteria are when
deciding who to meet for preliminary meetings prior to deciding who to
select to pitch. - Luck! if they contact me at the right time then get a
look-in

17. How important do you feel the following selection criteria are when
deciding who to meet for preliminary meetings prior to deciding who to
select to pitch. - Quality of creative work seen on website

18. How important do you feel the following selection criteria are when
deciding who to select to pitch. - Hygiene factors, i.e location, sector
knowledge, size etc.

19. How important do you feel the following selection criteria are when
deciding who to select to pitch. - Reputation

20. How important do you feel the following selection criteria are when
deciding who to select to pitch. - Professionalism of presentation

21. How important do you feel the following selection criteria are when
deciding who to select to pitch. - Chemistry

22. How important do you feel the following selection criteria are when
deciding who to select to pitch. - Quality of creative work shown and
explanation

23. How important do you feel the following selection criteria are when
deciding who to appoint. - Hygiene factors, i.e location, sector
knowledge, size etc.

24. How important do you feel the following selection criteria are when
deciding who to appoint. - Reputation

25. How important do you feel the following selection criteria are when
deciding who to appoint. - Professionalism of presentation

26. How important do you feel the following selection criteria are when
deciding who to appoint. - Chemistry

27. How important do you feel the following selection criteria are when
deciding who to appoint. - The creative solution suggested